Analysis: Current Competitor(s)

Examine the main competitors serving the same target market. For much more detail on analyzing competitors see the Preparing a Market Study Tutorial. This section may also benefit from the use of comparison tables. (Length: 3-4 pages).
1. Describe direct competitors in terms of:

  • Target markets served
  • Product attributes
  • Pricing
  • Promotion
  • Distribution including the distributor network
  • Services offered

2. Discuss competitor’s strengths and weaknesses:

  • May need to consider much more than just marketing issues such as:
    • financial standing
    • target market perception
    • R & D capabilities

3. Discuss competitive trends:

  • May need to include discussion of future competitive threats
Analysis: Current Distributor Network(s)
Analysis: Current Financial Condition